From Generative to Agentic: Preparing for the Next AI Frontier

Marketers today have a firm hold on Generative AI and what it has to offer – from Large Language Models (LLMs), to Small Language Models (SLMs), to Synthetic Data Generation (SDG), and Digital Twins of the Customer (DTOC). But now comes a pivotal moment: moving from the reactive power of generative AI to the active, autonomous potential of agentic AI. While early adopters are already realizing measurable outcomes—such as improved personalization, operational efficiency, and real-time decision-making—many organizations still lack the infrastructure, knowledge, and governance needed to scale AI responsibly.

In this webinar, Scott Brinker of Chief Martec and Jonathan Moran, Head of Martech Solutions Marketing at SAS, will explore the findings from SAS’s latest research on marketing AI adoption and what it means for the future of customer engagement.

Together they will review:

• What to consider when building a trusted AI foundation with the right infrastructure, processes, and governance.
  
• The critical role of humans-in-the-loop (HITL) in ensuring trust, explainability, and ethical AI use.
  
• How to make the strategic shift from generative AI to agentic AI—where autonomous agents continuously learn, optimize, and manage marketing campaigns in real time.
  
• What practical use cases you can tackle today —from automated journey design to dynamic offer optimization—that deliver tangible ROI in a quick win fashion.
  
• What the research says about quantum-powered marketing – as a foundation for agentic AI in the years to come.
  

Join us to learn how forward-thinking organizations are preparing for a future where agentic AI drives scalable, autonomous customer engagement—and how you can build the foundation of trust needed to thrive in this next era of Martech!